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M&M’s Blog goes behind the headlines to offer a running commentary on the business dynamics within the international media and marketing industry. The M&M editorial team joins forces with industry experts and local market heroes to balance a bird’s eye view of global trends with the importance of local insight.

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Purpose

  • WFA Global Marketer Week: Putting the ‘P’ in marketing

    13 March 2013

    If there’s one word that stole the show at this year’s WFA Global Marketer Week in Brussels, it was ‘Purpose’. Indeed, even a survey carried out by the WFA and Edelman found that some 83% of marketers believe that brands should have a ‘purpose’.

    Brands need to put purpose into their marketing – they need a purpose to thrive. And that’s exactly something that Diageo’s global chief marketing officer Andy Fennell highlighted during his presentation to a room full of chief marketing officers. “We simplify things. We ask ‘What’s the brand’s purpose’? We don’t talk about the benefit anymore,” he ...

    Comments (0) | Permalink

    Posted by: Jenni Baker

    Tags: Purpose, Advertising, brand awareness, Branding

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